Is pre-Black Friday the new Black Friday? In 2020, the numbers say so.
2020 was undoubtedly a year like no other: consumer behavior has changed dramatically, and at the same time, many retailers have struggled to make a profit during lockdowns. So this year more than ever, Black Friday was a great opportunity for retailers to push sales: we saw a large number of brands taking part in this retail event – but what changed in 2020 was that many have actually launched promotions way ahead of the Thanksgiving weekend.
Normally, retailers plan discounts on Black Friday and extend them to Cyber Weekend, until the following Monday. Some even opt for Black Week offers, where “countdown” discounts are launched every day of the week leading up to Black Friday. This year, however, we could almost speak of a “Black November“: we’ve seen more and more shops anticipating deals and running discounts throughout the month of November. On Stylight, the number of advertising placements booked by partner e-shops has increased by more than +35% in November 2020 compared to 2019.
All things considered, the average promotion value offered over the entire month of November 2020 is practically equivalent to the average promotion value offered last year during Black Friday Weekend only. Looking more closely at the apparel category, we see that the average price reduction offered this year for the month of November (-38%) is almost equivalent to the average price reduction offered for the Black Friday weekend alone in 2019 (-40%). Same goes for beauty: last year the average price reduction for the Black Friday weekend amounted to -20.63%, while the average reduction for the whole month of November 2020 is -20%.
Users were all here for this year’s November discounts. When looking at the period before Black Friday (1.11 – 25.11) in 2020, and comparing it to 2019, we saw an increase in traffic and revenue generated for our partner stores:
+72% increase in revenue generated
+61% increase in traffic
+50% increase in the number of orders